This Week’s Facebook Update: How it Effects Your Local Business…
Are you ready for the new Facebook Business Page design?
This past week business owners received notice that their Facebook Pages will be automatically updated to the new “timeline” design…
As you may already know, Facebook offers two primary adverting options local businesses; Pay-per-click based ads and Business Pages:
- Facebook PPC ads can be extremely targeted – you have some incredible options like gender, age, local geo, interests, etc. This allows you to reach a very relevant audience (which drives a strong conversion rate), but the challenge is overall click-thrus can be low. Don’t rely solely on FB PPC ad’s to reach your entire local market.
- Business Pages are the second option. They’re free, and are the basic foundation for a Business’s representation on FB. Like all Social Media platforms simply having a page or account set-up is not the key – it’s some level of active participation. You have to post interesting, relevant content to build fans and drive engagement. This content also helps from a SEO perspective, potentially boosting visibility and rank within the organic sections of some search engines.
Surveys have shown that over 50% of SMB’s now have a Facebook Page – so this a significant change. Are you ready?
Here are some tips and pointers:
- First, if you have a Facebook Places Page – merge it with your primary business page – this way all your posts will show up in the same place. Also, it will bring your “check ins” together with the pages main content – allowing you to streamline your efforts. Note: never attempt to use a “personal” Facebook page for your business.
- The new cover photos are the most important aspect of the new Facebook Timeline format. They provide your business with a wide, open space to upload images, which will undoubtedly be the first impression made upon visitors arriving at a Facebook Business Page. Therefore, it is important to utilize this space in a unique way in order to make your brand stand out and capture visitors’ attention. Many local businesses are choosing photos that best represent their companies such as a logo, storefront picture, or staff photo. Brands or primary services offered may also be a good choice here.
- Share content and engage your fans! Ideally, post daily and at different times. Realistically this may not always be possible – but it should be your goal. Keep the information in your posts interesting, sincere and non-intrusive – you don’t want to have anyone “unfan” you! They should be short; like two sentences max. Simple, engaging questions are always a good idea, and a special discount or deal will be especially effective. Photo’s are highely recommended as well.
- Let your “fans” share and post to your wall – that’s what social networking is all about! Of course, you’ll want to monitor the page on a regular basis – but without some level of interaction you’ll never fully realize the power of social networking.
- Take advantage of the free (for now) “deals” application. This way, your customers will be prompted to “check-in” which is a fantastic form of engagement.
- Create your Facebook badge and place into all of your website pages and blogs (along with your Twitter and G+ badges). Also, link it into your email signatures and include the page address marketing materials.
Learn more about Facebook’s Marketing solutions: Facebook advertising